Advertising, Marketing, Promotions, Public Relations, and Sales Managers

• Nature of the Work
• Working Conditions
• Training, Other Qualifications, and Advancement
• Employment
• Job Outlook
• Earnings

Significant Points

• Keen competition for jobs is expected.
• College graduates with related experience, a high level of creativity,
  strong communication skills, and computer skills should have the best job opportunities.
• High earnings, substantial travel, and long hours, including evenings and weekends, are common.

Nature of the Work

The objective of any firm is to market and sell its products or services profitably.
In small firms, the owner or chief executive officer might assume all advertising,
promotions, marketing, sales, and public relations responsibilities. In large firms,
which may offer numerous products and services nationally or even worldwide, an
executive vice president directs overall advertising, promotions, marketing, sales,
and public relations policies. Advertising, marketing,
promotions, public relations, and sales managers coordinate the market
research, marketing strategy, sales, advertising, promotion, pricing,
product development, and public relations activities.

Advertising managers oversee advertising and promotion staffs, which
usually are small, except in the largest firms. In a small firm, managers
may serve as liaisons between the firm and the advertising or promotion
agency to which many advertising or promotional functions are contracted out.
In larger firms, advertising managers oversee in-house account, creative, and
media services departments. The account executive manages the account
services department, assesses the need for advertising, and, in advertising
agencies, maintains the accounts of clients. The creative services department
develops the subject matter and presentation of advertising.
The creative director oversees the copy chief, art director, and associated staff.
The media director oversees planning groups that select the
communication media for example, radio, television, newspapers, magazines,
the Internet, or outdoor signs to disseminate the advertising.

Promotions managers supervise staffs of promotion specialists.
These managers direct promotion programs that combine advertising with purchase
incentives to increase sales. In an effort to establish closer contact with
purchasers dealers, distributors, or consumers promotion programs may use
direct mail, telemarketing, television or radio advertising, catalogs, exhibits,
inserts in newspapers, Internet advertisements or Web sites, in-store displays or
product endorsements, and special events. Purchasing incentives may include discounts,
samples, gifts, rebates, coupons, sweepstakes, and contests.

Marketing managers develop the firm’s marketing strategy in detail.
With the help of subordinates, including product development managers and market research managers,
they estimate the demand for products and services offered by the firm and its competitors.
In addition, they identify potential markets for example, business firms,
wholesalers, retailers, government, or the general public. Marketing managers develop
pricing strategy to help firms maximize profits and market share while ensuring that the
firm’s customers are satisfied. In collaboration with sales, product development, and
other managers, they monitor trends that indicate the need for new products and
services, and they oversee product development. Marketing managers work with advertising
and promotion managers to promote the firm’s products and services and to attract potential users.

Public relations managers supervise public relations specialists. These managers direct
publicity programs to a targeted audience. They often specialize in a specific area,
such as crisis management, or in a specific industry, such as health care. They use
every available communication medium to maintain the support of the specific group
upon whom their organization’s success depends, such as consumers, stockholders, or
the general public. For example, public relations managers may clarify or justify the
firm’s point of view on health or environmental issues to community or special-interest groups.

Public relations managers also evaluate advertising and promotion programs for
compatibility with public relations efforts and serve as the eyes and ears of top management.
They observe social, economic, and political trends that might ultimately affect the firm, and
they make recommendations to enhance the firm’s image on the basis of those trends.

Public relations managers may confer with labor relations managers to produce
internal company communications such as newsletters about employee-management
relations and with
financial managers to produce company reports. They assist company executives in
drafting speeches, arranging interviews, and maintaining other forms of public contact;
oversee company archives; and respond to requests for information. In addition, some of
these managers handle special events, such as the sponsorship of races, parties introducing
new products, or other activities that the firm supports in order to gain public attention
through the press without advertising directly.

Sales managers direct the firm’s sales program. They assign sales territories,
set goals, and establish training programs for the sales representatives.
Sales managers advise the sales representatives on ways to improve their sales performance.
In large, multiproduct firms, they oversee regional and local sales managers and their staffs.
Sales managers maintain contact with dealers and distributors.
They analyze sales statistics gathered by their staffs to determine sales potential
and inventory requirements and to monitor customers’ preferences. Such information is
vital in the development of products and the maximization of profits.

Working Conditions

Advertising, marketing, promotions, public relations, and sales managers work in
offices close to those of top managers. Long hours, including evenings and weekends,
are common. In 2004, about two-thirds of advertising, marketing, and public relations
managers worked more than 40 hours a week. Working under pressure is unavoidable when
schedules change and problems arise, but deadlines and goals must still be met.

Substantial travel may be involved. For example, attendance at meetings sponsored
by associations or industries often is mandatory. Sales managers travel to national,
regional, and local offices and to the offices of various dealers and distributors.
Advertising and promotions managers may travel to meet with clients or representatives
of communications media. At times, public relations managers travel to meet with
special-interest groups or government officials. Job transfers between
headquarters and regional offices are common, particularly among sales managers.

Training, Other Qualifications, and Advancement

A wide range of educational backgrounds is suitable for entry into advertising,
marketing, promotions, public relations, and sales managerial jobs, but many employers
prefer those with experience in related occupations plus a broad liberal arts background.
A bachelor’s degree in sociology, psychology, literature, journalism, or philosophy, among
other subjects, is acceptable. However, requirements vary, depending upon the particular job.

For marketing, sales, and promotions management positions, some employers prefer a
bachelor’s or master’s degree in business administration with an emphasis on marketing.
Courses in business law, economics, accounting, finance, mathematics, and statistics are
advantageous. In highly technical industries, such as computer and electronics manufacturing,
a bachelor’s degree in engineering or science, combined with a master’s degree in business
administration, is preferred.

For advertising management positions, some
employers prefer a bachelor’s degree in advertising or journalism. A course of study should
include marketing, consumer behavior, market research, sales, communication methods and
technology, and visual arts for example, art history and photography.

For public relations management positions, some employers prefer a bachelor’s or master’s
degree in public relations or journalism. The applicant’s curriculum should include courses
in advertising, business administration, public affairs, public speaking, political science,
and creative and technical writing.

For all these specialties, courses in management
and the completion of an internship while the candidate is in school are highly recommended.
Familiarity with word-processing and database applications also is important for many positions.
Computer skills are vital because marketing, product promotion, and advertising on the Internet are
increasingly common. Also, the ability to communicate in a foreign language may open up employment
opportunities in many rapidly growing areas around the country, especially cities with large Spanish-speaking populations.

Most advertising, marketing, promotions, public relations, and sales management positions
are filled by promoting experienced staff or related professional personnel. For example, many
managers are former sales representatives, purchasing agents, buyers, or product, advertising,
promotions, or public relations specialists. In small firms, where the number of
positions is limited, advancement to a management position usually comes slowly. In
large firms, promotion may occur more quickly.

Although experience, ability, and leadership are emphasized for promotion,
advancement can be accelerated by participation in management training programs
conducted by larger firms. Many firms also provide their employees with continuing
education opportunities either in-house or at local colleges and universities and
encourage employee participation in seminars and conferences, often held by professional
societies. In collaboration with colleges and universities, numerous marketing and
related associations sponsor national or local management training programs. Course
subjects include brand and product management, international marketing, sales management
evaluation, telemarketing and direct sales, interactive marketing, promotion, marketing
communication, market research, organizational communication, and data-processing systems
procedures and management. Many firms pay all or part of the cost for employees who
successfully complete courses.

Some associations offer certification programs for these managers.
Certification an indication of competence and achievement is particularly important
in a competitive job market. While relatively few advertising, marketing, promotions,
public relations, and sales managers currently are certified, the number of managers who
seek certification is expected to grow. Today, there are numerous management certification
programs based on education and job performance. In addition, The Public Relations Society
of America offers a certification program for public relations practitioners based on years
of experience and performance on an examination.

Persons interested in becoming advertising, marketing, promotions, public relations,
and sales managers should be mature, creative, highly motivated, resistant to stress,
flexible, and decisive. The ability to communicate persuasively, both orally and in
writing, with other managers, staff, and the public is vital. These managers also
need tact, good judgment, and exceptional ability to establish and maintain effective
personal relationships with supervisory and professional staff members and client firms.

Because of the importance and high visibility of their jobs, advertising,
marketing, promotions, public relations, and sales managers often are prime candidates
for advancement to the highest ranks. Well-trained, experienced, and successful
managers may be promoted to higher positions in their own or another firm; some become
top executives. Managers with extensive experience and sufficient capital may open their own businesses.

Employment

Advertising, marketing, promotions, public relations, and sales managers held
about 646,000 jobs in 2004. The following tabulation shows the distribution of jobs by occupational specialty:

These managers were found in virtually every industry. Sales managers held
almost half of the jobs; most were employed in wholesale and retail trade, and
finance and insurance industries. Marketing managers held more than fourth of
the jobs; the professional, scientific, and technical services industries
employed almost one-third of marketing managers. About one-fourth of
advertising and promotions managers worked in the professional, scientific,
and technical services industries, and the, information industries, including
advertising and related services, and publishing industries. Most public relations
managers were employed in service-providing industries, such as professional,
scientific, and technical services, finance and insurance, health care and
social assistance, and educational services.

Job Outlook

Advertising, marketing, promotions, public relations, and sales manager jobs
are highly coveted and will be sought by other managers or highly experienced
professionals, resulting in keen competition. College graduates with related
experience, a high level of creativity, and strong communication skills should
have the best job opportunities. In particular, employers will seek those who
have the computer skills to conduct advertising, marketing, promotions, public
relations, and sales activities on the Internet.

Employment of advertising, marketing, promotions, public relations, and
sales managers is expected to increase faster than the average for all occupations through 2014, spurred by intense domestic
and global competition in products and services offered to consumers. However,
projected employment growth varies by industry. For example, employment is
projected to grow much faster than average in scientific, professional, and
related services, such as computer systems design and related services, and in
advertising and related services, as businesses increasingly hire contractors
for these services instead of additional full-time staff. By contrast, a
decline in employment is expected in many manufacturing industries.

Earnings

Median annual earnings in May 2004 were $63,610 for advertising and promotions
managers, $87,640 for marketing managers, $84,220 sales managers, and $70,000 for
public relations managers.

Median annual earnings of advertising and promotions managers in May 2004 in
the advertising and related services industry were $89,570.

Median annual earnings in the industries employing the largest numbers of marketing managers in May 2004 were as follows:

Median annual earnings in the industries employing the largest numbers of sales managers in May 2004 were as follows:

According to a National Association of Colleges and Employers survey,
starting salaries for marketing majors graduating in 2005 averaged $33,873;
starting salaries for advertising majors averaged $31,340.

Salary levels vary substantially, depending upon the level of managerial responsibility,
length of service, education, size of firm, location, and industry. For example,
manufacturing firms usually pay these managers higher salaries than do nonmanufacturing firms.
For sales managers, the size of their sales territory is another important determinant of
salary. Many managers earn bonuses equal to 10 percent or more of their salaries.